Greenback
A startup designed to reward eligible certified sustainable grocery purchases using itemized receipts. In development, and not available yet.
Co-Founder & Head of Marketing
August 2026 to present
Collegiate Finalist
- Category
- Green & Materials Technology
- Event
- 18th Annual Southeast Florida Climate Leadership Summit
- Date
- November 4, 2026
- Team
- Greenback: Muhammad Raiyan, Yuval Fefer, Michael O’Connell
The challenge
Sustainable products cost more than shoppers say they’ll pay.
28%average premium on products marketed as sustainable
13%the most U.S. shoppers say they’d pay extra
Bain & Company, 2025. Premium figure from NYU Stern data.
What I did
- Owned the brand and customer conversations, while my co-founders led product and research, and finance and the business model.
- Ran the customer discovery survey and wrote the script for follow-up interviews with respondents.
- Built the marketing strategy, social campaigns, flyer and event collateral.
- Pitched to judges, professionals and university leadership at entrepreneurship competitions.
Ask first. Explore the answers.
said cashback would change what they buy.
Source: Greenback consumer survey, August 17 to October 19, 2026, 124 responses. Recruited mostly through NSU and our networks, so it skews young and student-heavy. Stated intentions, not observed purchases, and not a representative sample.
What it changed
We started with a bank-linking app. The research showed bank data can’t see products, and people were wary of giving a new company their login.
So the team rebuilt around the itemized receipt. My job was to carry that through every message: one clear promise, a plain explanation, and an honest “in development” on everything.
The brand, out in the world
Meeting with Miami-Dade County Mayor Daniella Levine Cava to discuss sustainability, waste management, and opportunities to encourage more sustainable consumer choices.
Where it stands
Seven Instagram posts published between October 28 and November 4, 2026, and eight more scheduled through November 16, as of November 5. Research changed what the team is building, and Greenback was named a Collegiate Finalist at the summit. I’ll publish growth numbers once there’s enough history for them to mean something.